Bro‐ing Up the Brand: Privileged Masculinity in Birddogs Shorts

Abstract

bey), and even a journal in Critical Studies in Men's Fashion. At the same time, studies of masculinity have also grown (Connell; Kimmel; Pascoe and Bridges), and the array of masculinities displayed within advertising has expanded (Barber and Bridges; Turngate). Still, new mutations of masculine identities continue to take shape in efforts to sell fashion and consumer goods to men. Recently, the idea of "brotailing" has become an e-commerce staple (Grobart). Led by shortswear companies Chubbies and Birddogs, brotailers combine internet start-up culture, new designs, and a healthy dose of communicated irreverence. This article interrogates the brand image created by Birddogs, paying particular attention to the masculine displays within its advertising to argue that its humor and messaging is steeped in a particular type of privilege that allows it to play with the line between satire and insult.Understanding the possibilities in interpreting a brand's messages is important given the prominence of polysemy and ambiguity created by advertising and brand communication (Brown et al.; Puntoni et al.). As such, the "bro" can be seen as a particular type of contemporary masculinity, one that is being targeted by these new retailers. The bro can be compared to Michael Kimmel's interrogation of masculinity within "Guyland" and the satirical masculinity in advertising

Changes in Explosive Muscle Strength in Shuttlecock Training

“…Athletes store energy sources such as adenosine triphosphate, creatine phosphate, muscle glycogen, and fat in their bodies. 12 Physical training can enhance athletes' energy conversion, oxygen consumption capacity, and athletic performance. Shuttlecock players should be coordinated, relaxed, and labor-saving in technical application.…”